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| Balance: Bayswater in London |
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| Classification or grouping into categories |
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| Comparison and contrast (juxtaposition) |
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| Conciseness |
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| Description or details |
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| Emphasis |
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| Ethos: J.K. Rowling approved |
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| Figure-Ground contrast |
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| Visual without text |
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| Logos |
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| Narration: John Singer Sargent's Gassed from the Imperial War Museum in London |
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| Pathos |
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| Point of View |
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| Proportion |
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| Pattern (repetition): On the London Underground |
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| Grouping by shape, spatial nearness, or division |
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| Adapted to a specific audience, purpose and context |
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| Text without visual component: Whitley's mall (Queensway, London) |
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| Tone: British motto from WWI |
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| Unity |
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